Kids Insights explores the emergence of the next generation of gamers

The kids market intelligence firm offers insight into the global video games industry 2020 from the kid’s perspective

Written by Georgie Dobie

Posted 14.05.2020 | Business

Kids Insights explores the emergence of the next generation of gamers thumbnail

Kids Insights, a global leader in kids market intelligence, has issued its inaugural Kids Insights Global Video Games Report 2020. The report reveals a comprehensive overview of key challenges, opportunities and trends that they are seeing from the results of surveying more than 105,000 children each year aged between three and 18, from across the UK, US, France, Germany, Italy, Spain, and India.

Speaking of the newly released report, Nick Richardson, CEO Kids Insights said: “The report provides a compelling insight into video games industry from the kid's perspective. There is no doubt that there are countless opportunities for entertainment companies with kids in this space, and for those gaming companies not targeting kids this report will in many ways provide a first glimpse of what the next generation of their consumer looks like.” 

The Global Video Games report 2020, illustrates how kids attitudes, behaviour and consumption of video games is changing faster than ever across the globe. Key findings from the Kids Insights Global Video Games Report 2020 include: 

Video games have a growing importance in kids’ ecosystem today 

The report shows that in the UK, three- to 12-year-olds spend seven hours and 49 minutes per week gaming, which increases to nine hours and 35 minutes for kids aged 13-18. Whereas in the US, three to 12s spend five hours and 40 minutes per week gaming, increasing to seven hours and eight minutes for kids aged 13-18. 

Leading to this generation of kids naming gaming as one of their main hobbies 

In the US, gaming is the top hobby for all boys ages six to 18, peaking with tweens and younger teens at 26 per cent. In the UK and Spain, gaming is the second favourite hobby only to football. Among 16- to 18-year-old British boys, gaming is the number one hobby with 19 per cent. In India, video gaming is the third favourite hobby among boys – behind only cricket and reading. 

Not just for boys, girl gamers are a growing category 

Mobile gaming and shifting gender stereotypes have helped pave a new path for female players that posted a nine per cent increase in 2019 in the UK. Despite this growth in the number of girl gamers, there are still only a small number of female characters represented in video games. In the US, Nintendo re-entered the top 10 of favourite brands for teen girls (1.5 per cent) at the end of 2019, resulting in gaming becoming the sixth favourite hobby for teen girls and further illustrating the emergence of this subcategory over the past year 

Gaming as a future career 

Growth in IT-related roles: The report shows an increase in the number of children who are actively looking to develop IT and coding related careers – which has led to “Game Developer” becoming one of the most popular career aspirations with children both in the UK and the US.  

Top video games attracting a younger audience 

In the UK, Minecraft and Roblox dominate favourites, with 68 per cent of children under 13 playing video games. And, with gaming as the second favourite hobby in this age group (nine per cent), video games make up an integral part of the kids’ ecosystem. In mobile gaming, Candy Crush retains its popularity across France, Germany, Italy, and Spain among the three to 12s. In the US, Minecraft ranks as the number one video game for both boys and girls.  

Further growth in Esports and opportunities for brands  

In Germany, Esports viewers are big buyers where one million tweens and teens (15.5 per cent) watch esports on screen. This avid group of fans are 135 per cent more likely than the rest of the population to buy video game-related clothing.  

INXP (In Experience) purchasing is soaring 

The kid's app market alone continues to grow at a significant rate; US children (aged three to 18) are spending in total more $5bn on apps and in-app purchases every year 

The Impact of Covid-19  

Coronavirus had almost an immediate impact on the gaming industry and particularly esports. On-screen viewership increased by 13 per cent in the US, by 13 per cent in France and eight per cent in Germany in March 2020 compared to the 12-month average. The ability of being viewed on-screen or participated with online should suggest esports is in a strong position to attract a growing number of participants during the period of coronavirus lockdown. 

Speaking of the global video games industry, and kids in the space, Utku Tansel LLB, MBA Head of Global Industry Reports at Kids Insights said: “The end of the previous decade witnessed kids’ levels of ownership and access of technology reaching new heights. In 2020 and beyond, this is set to escalate and change further while having a big impact on the world of video games, in particular. With brands continually evolving and finding new ways to engage fans and children while technology becomes more accessible than ever before, it is certainly a really exciting time to be a gamer”. 

For more further information about the Kids Insights Global Video Game reports, please visit http://kidsinsights.com/global-video-games

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